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The TV industry has never been closer to seeing true unification in premium video, according to the Q1 2017 Video Monetisation Report (VMR) from advertising management solution provider FreeWheel.

The report reveals that overall, video monetisation from live streams that mirror linear TV is increasing, with, for the first time, over-the-top TV (OTT) surpassing desktop as the largest platform where premium video is consumed in the US. The latter makes up 32% of ad view composition, although it is still lagging in Europe at 19%.

That said, the report notes that Europe has seen the true arrival of live video monetisation via digital ad insertion, in a marketplace traditionally dominated by on-demand full episodes. Much of this growth, says FreeWheel, is driven by live events, with monetisation on clips seeing 29% growth, as broadcasters use content teasers to expand their audiences and retain viewers. The study also showed a 79% growth in video starts in Europe in the first three months of the year, while ad views grew by 17%. Almost a quarter of all European video transactions were conducted through programmatic channels, suggesting broadcasters are more willing to automate the trading process than their US counterparts

The survey also revealed that premium video ad views continue to rise on smartphones in Europe, increasing 29% year-on-year, and also on tablets (up 66%). Despite concerns around ad experience, mid-roll completion rates for premium full-episode and live content at 98% and 97% respectively.